When Love Hurts: A Case Study on the Hidden Injuries of Modern Dating

Modern love is exhausting 💔
Ghosting, endless swipes, and dry conversations leave users drained and frustrated.

Joi AI and VZOR (creative division at Zorka.Agency) turned these hidden pains into a bold, pseudo-medical campaign. The result: provocative visuals, an interactive digital diagnosis, and Joi — the antidote for modern dating trauma.
Let's take a closer look.

Modern dating apps promise closeness, but in reality:
- swipe fatigue;
- ghosting;
- endless dry chats;
- a hollow feeling after every "match".
Digital romance is producing real emotional and physical micro-traumas.

People don't just want another dating app. They want relief from the apps that already exhausted them. So we approached it like medicine - almost literally,

We created a pseudo-medical campsign that:
- identifies symptoms (swipe fatigue, ghosting burnout, wallet drain);
- gives users language to recognize their pain;
- prescribes Joi - an AI-lationship service free from swipes, pressure, and toxicity.

We made dating trauma visible. Joi makes it treatable.